L’Oréal Paris managed to secure more than US$1m in sales on TikTok Shop UK’s first-ever Super Brand Day, surpassing expectations.
But how did a brand that did not even have a TikTok Shop account three months back manage to achieve a 466% uptick in TikTok Shop purchases in just one week?
Not to mention landing support from 1,900 creators during the event, with more than seven million views on the platform.
TikTok Shop’s Super Brand Day is a new concept which launched in the UK in September 2024 and in the US earlier in the year.
It celebrates ‘Super Brands’ in TikTok Shop’s marketplace by providing these companies with a one-week takeover of its platform.
L’Oréal Paris partnered with TikTok Shop UK to offer a series of live marathon shopping events from 16 to 21 September.
It delivered everything from exclusive discounts and new product launches, to a first-of-its-kind live beauty shopping event which was promoted by L'Oréal Paris brand ambassadors like model Kendall Jenner (pictured above).
Nora Zukauskaite, Integrated Marketing Director at TikTok Shop UK, tells Cosmetics Business the secrets to L’Oréal Paris’s success on its Super Brand Day and how other beauty brands can achieve the same results.
TikTok Shop’s Super Brand Day is a new concept for the platform
What does a TikTok Shop Super Brand Day involve?
The scale and uplift of the operation needed in the backend for a TikTok Shop Super Brand Day is pretty impressive.
You need a whole cross-functional team across the TikTok Shop business working together to seamlessly connect consumers, creators and a brand at one touch point.
L'Oréal Paris was our partner of choice to launch this opportunity onto TikTok Shop UK because beauty is one of our top performing categories.
And the scale is constantly growing, with one beauty product selling every two seconds on the platform.
L'Oréal Paris headlined the show for our first campaign and the company quickly debunked the myths we often hear about multinationals being
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